here - POPAI Australia & New Zealand

More documents

Recommendations

Info

Activity effectiveness ratings: SM Survey (subjective) Q. How would you rate the effectiveness of the following Shopper Marketing activities? 80% 70% 60% 50% 40% 30% 20% 10% 0% Displays POP/POS Catalogue Experiential Loyalty programs In Store Media Out of store media Social Media Digital/online However, the fact the rankings of In-store Media and Experiential reflect the „shopper begins before store‟ opinions see earlier. Social and Digital areas of opportunity – not tried much yet. 220
Activity measures applied: SM Survey Q. Which, if any, of the following measures apply to your company? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Most looking at outcomes (Sales) and ROI (spend vs result) with other measures not really being explored. Similar story in the USA. 221
Page 2 and 3:
Contents Day One 1. Integrating con
Page 4 and 5:
But first, share your „homework
Page 6 and 7:
The US view: similar „suspects‟
Page 8 and 9:
Top 10 Australian best practice SM
Page 10 and 11:
1. Integrating consumer, shopper an
Page 12 and 13:
Introducing Key Retail Objectives
Page 14 and 15:
IPI: Inter Purchase Interval The ti
Page 16 and 17:
Basket Size How many items are in e
Page 18 and 19:
AWOP: Average Weight of Purchase Re
Page 20 and 21:
Which Retail Objectives do these ta
Page 22 and 23:
What about this one? Palmolive Wint
Page 24 and 25:
Introducing the 5-Way Multiple Freq
Page 26 and 27:
Implications for Promotions The ret
Page 28 and 29:
POP Quiz: Match the promo mechanic
Page 30 and 31:
Marketing goals vs shopper & retail
Page 32 and 33:
Exercise: Integrating shopper into
Page 34 and 35:
Module 2: Content Coverage What is
Page 36 and 37:
The story of Cat Man is part of the
Page 38 and 39:
Retailing was evolving rapidly in t
Page 40 and 41:
How could these increasingly domina
Page 42 and 43:
In Europe, ECR identified four pill
Page 44 and 45:
Nielsen refined this to 5 steps in
Page 46 and 47:
Meanwhile, ECR has moved on: Demand
Page 48 and 49:
8 step process revisited: Definitio
Page 50 and 51:
Current Category Management Scope (
Page 52 and 53:
We‟re going to cover both. Catego
Page 54 and 55:
Brian Harris, „father of CatMan
Page 56 and 57:
Shopper Marketing: some definitions
Page 58 and 59:
Shopper Marketing status Key Takeou
Page 60 and 61:
When does a consumer become a shopp
Page 62 and 63:
Shopper Marketing Technologies are
Page 64 and 65:
New technology uses in bricks and m
Page 66 and 67:
Instore, there is interest in dynam
Page 68 and 69:
Shopper Marketing Activity Types: B
Page 70 and 71:
Different vehicles play different r
Page 72 and 73:
Different vehicles different roles:
Page 74 and 75:
Other types of vehicle selection co
Page 76 and 77:
Exercise: Understanding Shopper Mar
Page 78 and 79:
Module 3: Content Coverage The Shop
Page 80 and 81:
While Instore P2P: different roles
Page 82 and 83:
Path to Purchase: what shoppers lik
Page 84 and 85:
The „first moment of truth‟ is
Page 86 and 87:
Or the GFK Interscope „Web‟ 86
Page 88 and 89:
Roles along whatever the „P2P‟
Page 90 and 91:
Some examples: Prestore and instore
Page 92 and 93:
Masterchef Australia: Coles Sponsor
Page 94 and 95:
Exercise: Shopper Cycle and Dynamic
Page 96 and 97:
Module 4: Content Coverage Touchpoi
Page 98 and 99:
Range Ranging Strategy asks and sol
Page 100 and 101:
Reach 1 5 9 13 17 21 25 29 33 37 41
Page 102 and 103:
Space Management: Principles, Defin
Page 104 and 105:
Primary vs secondary locations Prim
Page 106 and 107:
Understand the whole store: POP str
Page 108 and 109:
Prioritising points of engagement B
Page 110 and 111:
What works for DVD category? What d
Page 112 and 113:
Price and purchase decision hierarc
Page 114 and 115:
Promotion objectives: what is the r
Page 116 and 117:
Persuasion (store staff) Persuasion
Page 118 and 119:
Combining instore drivers and out o
Page 120 and 121:
Case Study: Target Super Valen Bowl
Page 122 and 123:
Case Study: OfficeMax In Place Syst
Page 124 and 125:
Instore POS to suit the retailer 12
Page 126 and 127:
And with on-pack stickers 126
Page 128 and 129:
Coca-Cola „360‟ activations of
Page 130 and 131:
Kraft occasion based instore and ou
Page 132 and 133:
Executed out of store and instore 1
Page 134 and 135:
Uncle Tobys/Woolworths campaign:
Page 136 and 137:
Coles Oats Season 2011 • Situatio
Page 138 and 139:
Exercise: Touchpoint Messaging and
Page 140 and 141:
5. Shopper Behaviour Fundamentals S
Page 142 and 143:
Core shopper behaviours: The 5Ws +
Page 144 and 145:
Hows : some key concepts • Traffi
Page 146 and 147:
Not one-size-fits-all for a categor
Page 148 and 149:
Typical Xmas gift purchase decision
Page 150 and 151:
Home entertainment category: Shoppe
Page 152 and 153:
How can you apply a purchase decisi
Page 154 and 155:
Shopper „types‟ - a number of l
Page 156 and 157:
Grocery shopper Who: Not just „MG
Page 158 and 159:
Linking Consumer & Shopper Consumer
Page 160 and 161:
Whys: Occasions = cross category ma
Page 162 and 163:
International: SuperValu Holiday Jo
Page 164 and 165:
Trip types vary by channel: Market
Page 166 and 167:
Let‟s discuss some examples Occas
Page 168 and 169:
Exercise #2: Shopper Behaviour Fund
Page 170 and 171: Module 6: Content Coverage Shopper
Page 172 and 173: Most powerful when data sources are
Page 174 and 175: Types of shopper research (selected
Page 176 and 177: Methodology Scope : Tailored, not o
Page 178 and 179: Instore marketing research: Two lev
Page 180 and 181: Need for channel and retailer speci
Page 182 and 183: Shopper Research Applications (1) T
Page 184 and 185: Insight or merely Information? •
Page 186 and 187: Complete the above. Exercise: Deter
Page 188 and 189: Shopper Research case studies
Page 190 and 191: Case Study: Home Entertainment Shop
Page 192 and 193: Case Study: Household Cleaning Port
Page 194 and 195: Case Study: POS execution in Cafes
Page 196 and 197: Case study: Impulse alcohol RTD - T
Page 198 and 199: Least Category shopper typology: Of
Page 200 and 201: Shopper segment quantification Segm
Page 202 and 203: Occasions vs trip types (missions)
Page 204 and 205: Retailer perceptions: Store, catego
Page 206 and 207: Quantified behaviours (eg Frequency
Page 208 and 209: Observations: Traffic hotspots COOL
Page 210 and 211: In-store influences on Purchase Ins
Page 212 and 213: 212 Insight to application examples
Page 214 and 215: Some international activations base
Page 216 and 217: Exercise: Build a Shopper Insights
Page 218 and 219: Module 7: Content Coverage Measurem
Page 222 and 223: Measure types: Retailer business me
Page 224 and 225: Measurement types: Tangible vs Inta
Page 226 and 227: Measure Types: POP drivers (2) Pric
Page 228 and 229: Determine what your promotion/activ
Page 230 and 231: Outputs: what we did • Execution
Page 232 and 233: Outcomes What difference did the pr
Page 234 and 235: Building Better Measurement: Booz 2
Page 236 and 237: 8. Integrating Shopper Marketing Se
Page 238 and 239: Setting up for success Shopper Mark
Page 240 and 241: SM as Strategic Capability: Booz 20
Page 242 and 243: Investment matrix: advertising and
Page 244 and 245: And a final word ... Learnings to D
Page 247 and 248: 247 APPENDICES
Page 249 and 250: Glossary of Common Terms: F-N Term
Page 251 and 252: References PRIMARY REFERENCES • B
Page 253 and 254: New and emerging instore marketing
show all

here - POPAI Australia & New Zealand

Create successful ePaper yourself

Delete template?

Save as template?